Glossary
Real Estate
Real Estate is the industry vertical encompassing residential and commercial property sales, leasing, property management, and real estate investing. In paid search marketing, real estate presents a unique PPC challenge: the customer journey is long and multi-touch, average transaction values are among the highest of any consumer vertical, and the competition between individual agents, teams, and national platforms like Zillow creates intense auction pressure on keywords. Real estate PPC separates into two distinct tracks — buyer-agent campaigns targeting searchers looking for homes in specific neighborhoods or price ranges, and seller-agent campaigns targeting homeowners researching their property's value or considering listing. Search intent is the critical segmentation axis: informational queries like 'how much is my house worth' require a different landing page and conversion action than transactional queries like 'realtor near me' or 'homes for sale in [city].' Google Local Service Ads require the Google Screened verification for real estate agents and charge per lead, making them an increasingly important complement to traditional Search campaigns. Beyond Google Ads, real estate marketers deploy retargeting on Meta and TikTok to stay visible through the extended consideration window, and use CRM integration to track which ad clicks ultimately produce closed transactions — the only metric that matters in a commission-driven business where lead quality trumps lead volume.